Lighting plays a significant role in retail environments as it evokes atmosphere and influences shopping behaviors by changing mood, perceptions, attention, emotions, and cognition. Despite the significance and benefits of optimal lighting in retail stores, however, little is known about specific lighting designs that influence shoppers’ in-store behaviors. This study investigates whether the effectiveness of lighting type (holistic vs. focused) is contingent on the dominant processing mode of shoppers at a given moment. The holistic or focused lighting shapes visual scope of shoppers to focus on gestalts or details in a store. Using a global versus local processing mode, which is accessible from contextual factors and is shaped by cultures, a series of experiments was conducted to test the interactive effects of lighting type and processing mode on shoppers’ approach intentions toward a store and the underlying mechanisms that influence these intentions.
|School:||University of Florida|
|School Location:||United States -- Florida|
|Source:||DAI-A 78/05(E), Dissertation Abstracts International|
|Keywords:||Global, Lighting, Local, Retail, Store|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be